Take PR personally. It’s not just a profession. It’s the art and science of communication. Human relations and dealing with human sensibilities is a part and parcel of the entire process of communication. It could be about communicating anything…be it financial results, corporate health, news and announcements, developments and crisis….am not even talking about the contents. What I am talking about is the readiness of the parties involved in the process of communication. Be it clients, media or PR consultants…or for that matter people in day to day life.

As students of communication we have all been exposed to the theories of Lasswell and Marshall, Shannon and Weaver amongst others…but there is a much original theory of communication that existed in India in the days of yore called ‘SADHARANIKARAN’ which was more holistic in its understanding of how communication can be fruitful.

What is the goal of all communication? The goal of communication, in all circumstances, situations and requirements is to get across with one’s point of view, encourage and create a harmonious relationship as a resultant affect of a positive communication process. That is possible in the Sadharanikaran model of communication. Most communication models would limit it to reaching out from the sender to the receiver, creating a hierarchical situation making the receiver of the message a passive element in the process. That may or may not be the most ideal of all situations to be in when the receiver of the message is only but passive; so you aren’t quite sure of whether you are able to reach out the audience, of whether or not they are welcoming of your ideas, views et al. Most western models of communication concentrated on communicating between mass media and the masses. The Indian model on the contrary focuses on all kinds of communication situations, be it interpersonal, intrapersonal or even mass communication.

Sadharanikaran talks of how it is possible to let the receiver of the message experience satisfaction and joy and participate in the process of communication. In a complex society of pluralistic languages, castes, class and dialects, Sadharanikaran has the answer for a successful communication. It is all about creating an environment conducive for the transmission and reception of messages. The Indian model is not about persuasion and convincing but is a participative model where both the parties involved are in mutual anticipation of each other thereby becoming Sahridayas or people having common sympathetic hearts.

I request not to take semantics too seriously…coming back to PR, what we are usually trying too hard to do is to persuade and convince the party on the other side of our messages and what we have to say. That makes the job more difficult and sometimes not so pleasant. We need to treat the other person an equal partner in the entire process of communication. Respect the other person’s understanding and his or her willingness to be in a favourable frame of mind to listen to everything you have to say and believe in everything you utter. Give it time, give each other the benefit of space and relevance of message so that you can benefit from each other’s acceptance of the message. There is no noise of any kind. There is only acceptance and willingness required to complete a successful communication process.

Am sure that all PR professionals worth the salt understand this. This is for all who are new to this profession. Do not try too hard to gag the audience with your words and thoughts. Convey, communicate and step back to receive a favourable response to take the process to the next level. It has worked for me and hence this article. Create Sahridayas than mere listeners or readers… treat PR as just another situation when you are trying to communicate and I am sure you would find more situations of successful communication when you are not trying too hard…